Representatives from the Entertainment Software Rating Board (ESRB) have joined with prominent US senators Hillary Rodham Clinton and Joe Lieberman to help launch a nationwide TV campaign to educate and encourage parents to use the ESRB's game rating system.
Appearing with ESRB president Patricia Vance on Capital Hill, the two senators lent their support for the new public service announcement campaign that has already been distributed to 800 TV stations across the country.
Along with Washington support, the ESRB has enlisted representatives from top retailers -- Best Buy president Brian Dunn and GameStop president Steve Morgan -- to appear in the public service announcements, confirming "their respective company's commitment to support the ESRB ratings and their store policy not to sell Mature rated games to children under 17 without their parents permission."
The ad launch was timed in coordination with the holiday shopping season and, along with TV ads, includes a radio campaign, and the recently announced
print campaign in conjunction with the national Parent Teacher Association.
Said Senator Clinton in a statement, "We all share in the responsibility of making sure our children play age-appropriate video games, and I'm pleased that the ESRB and retailers are working together to educate parents about the video game ratings and make sure they are enforced. As we enter the holiday shopping season, it is important that parents have the information they need to make informed choices that are right for their families."
Added Senator Lieberman, "I continue to be concerned about the impact on minors of playing violent video games intended for older players. Thus, I am very pleased that the ESRB and the retailers are taking these positive steps to reach out to parents to educate them about the rating system," said Senator Lieberman.